A monthly "what's hot" zoom, carefully analyzed and selected by our strategic planning team. Notre équipe de planning stratégique réuni tous les mois le meilleure des marques … Avril 2018

1. FOOD FOR THOUGHT #5
A monthly “what’s hot” zoom,
carefully analyzed and selected by our strategic planning
team

2. SUMMARY

3. BRAND marketing communication / social media
TRENDS socio-cultural change
INNOVATION ideation / creativity
SHOPPER & RETAIL EXPERIENCE consumer / e-
consumer
INDUSTRIES FMCG / health / mobility/ luxury/ services
MUST SEE culture / events
FUN

4. BRAND

5. WOMEN ARE HEROES
The North Face has launched ‘Move Mountains’, a
campaign that looks to change the face of exploration by
celebrating and sharing the stories of female explorers.
The campaign will share stories of women in exploration,
engaging in activism to enable the next generation of
explorers, and have a business commitment that impacts
everything from representation in marketing campaigns
to investment in product design.
The North Face also finalized a partnership with the Girls
Scouts of the USA and commitment to strive for equal
representation of women in all of the brand’s advertising,
social media and other content moving forward.
Website: https://www.thenorthface.com/featured/she-moves-
mountains.htm
#INDIVIDUALISM

6. TRENDS

7. BIG DATA MEETS BIG BROTHER
China moves to rate its citizens. The Chinese government
government plans to launch its Social Credit System in
2020 with the aim to judge the trustworthiness – or
otherwise – of its 1.3 billion residents.
Imagine a world where many of your daily activities were
constantly monitored and evaluated. Well, it is already a
reality… But now imagine a system where all these
behaviors are rated as either positive or negative and
distilled into a single number, according to rules set by
the government. That would create your Citizen Score
and it would tell everyone whether or not you were
trustworthy. Plus, your rating would be publicly ranked
against that of the entire population and used to
determine your eligibility for a mortgage or a job, where
your children can go to school - or even just your
chances of getting a date. Be prepared 2020 is coming
fast !
Read: http://www.ladn.eu/tech-a-suivre/ia-et-chatbot/en-chine-
score-social-calcule-votre-droit-a-voyager-et-a-depenser/
#SECURITY

9. JUST TRY IT
To drum up excitement for its Epic React
sneakers, Nike created a poster that uses augmented
reality to let people see what the new shoes would look
like on their feet.
The Reactive Poster, developed by Ampfy in São Paulo, is
is being sent to anyone who makes a purchase through
the brand’s e-commerce store.
For the activation to work, recipients must step onto the
print and access a dedicated microsite through their
phone.
When they point the camera of their mobile device at
their feet, the screen will show them how shoes will look,
accompanied by interactive animations and illustrations.
Read: https://www.contagious.com/blogs/news-and-views/nike-just-
try-
it?utm_source=Contagious+Newsletter&utm_campaign=721c2188f
-
EMAIL_CAMPAIGN_2018_03_05&utm_medium=email&utm_term=0_
0_c637df1c24-721c2188f9-387956529
#TRANSHUMANISM

10. SHOPPER &

11. GENDER-NEUTRAL
Phluid Project is the new Manhattan-based store that’s
possibly the first gender-free retail space of its kind :
• It’s the only that doubles as a community center
and online plateform.
• It is the first affordable free-gender brand, price range
is from $30 to $150.
• Clothing is divided by aesthetic, with labels like Gypsy
Sport, Oak, Dr Martens, and more sitting next to
Phluid’s in-house brand.
Read: https://i-d.vice.com/en_us/article/7xdvxy/phluid-project-
gender-neutral-store-new-york
#INDIVIDUALIM

12. INDUSTRIES

14. LITTERALY EAT
YOUR INSTAGRAM
Food and beverage brand Knorr is looking to tantalise
the tastebuds of both foodies and techies with the
of an AI tool which it claims is capable of transforming
your own memories into meals.
Eat Your Feed serves up a plate of silicon by scanning
subscribers Instagram feeds for data which can be
matched to Knorr’s recipe database to cook up
personalized meals derived from their own individual
experiences.
As a taster of the algorithm's prowess, Knorr cites a
snowboarding event in the Italian Alps which its software
linked to a One Pot Mushroom Ragout with Fusilli and
Spinach, ostensibly owing to its ‘cardio-boosting’
properties.
Read: http://www.thedrum.com/news/2018/03/16/knorr-cooks-up-
tool-splice-instagram-memories-meals
#TECHNOLOGY

15. +HEALTH

16. BLOCKCHAIN TOOTHBRUSH
The chinese oral health company, 32TEETH aims to make
make your teeth really clean by applying not only
blockchain technology, but also facial recognition,
sensors, and big data.
. The toothbrush app offers precise identification of 16
tooth surface cleanliness levels, analyzes users’ brushing
brushing activity data, and offers a powerful intelligent
reminder. It even has AR function which gives you an
inside look (literally) into how you brush your teeth.
The toothbrush also tries to make each of your 32
teeth—the average number of teeth in an adult—a
cryptocurrency mine. Brushing your teeth regularly
rewards you with AYA tokens (爱牙币, literally “love teeth
coins”) which can be exchanged for more toothbrushes,
toothpaste, and dental hygiene services.
Read: https://technode.com/2018/03/27/the-worlds-first-
toothbrush-lets-you-mine-coins-by-brushing-your-teeth/
#TRANSHUMANISM

17. +MOBILITY

18. MOOD LIGHTING
Pantone has just announced its first collaboration with an
automotive partner, working with Kia to give its new
luxury sedan, the K900, a multi-colored interior. Drivers
can choose from seven “nature inspired” hues chosen by
Pantone and designed to put the driver at ease. The blue,
blue, purple, green, orange, and yellow hues are given
names like “refreshing ocean,” “dream purple,” “golden
insight,” and “peaceful forest” and are installed in the
floor and side panels of the car, illuminating the vehicle
with a soft glow.
According to both companies, drivers can match the
colors, tones, and brightness to the time of day and
reason for travel to as a way to shape the emotions and
feelings of whoever’s in the car.
Read: https://www.curbed.com/2018/3/29/17174724/pantone-kia-
car-mood-lighting-interior
#HARMONIA

19. +LUXURY

20. TRASH PARFUM
Etat Libre d’Orange has teamed up with Ogilvy Paris to
develop a luxury scent named Les Fleurs du Déchet.
The fragrance, which has notes of mouldy fruit and
earthworms, has the English brand name ‘I am Trash’ and
and was created to put the focus on the waste that
often represents.
The team assured it would not smell of rubbish despite
featuring ingredients such as worms.
It will be a luxury perfume that exists to defy convention.
Read:
http://www.influencia.net/fr/actualites/tendance,audace,dechets-
organiques-recycles-parfum-luxe-
supreme,8289.html?utm_campaign=newsletter-s14-
04_04_2018&utm_source=influencia-
newsletter&utm_medium=email&utm_content=dechets-
recycles-parfum-luxe-
#ECOSUPERIORITY

21. +SERVICES

22. INCLUSIVITY
Starting Airbnb has added new filters to its platform to
help people with disabilities more easily find
accommodations.
The total of 21 new filters let people specify searches for
step-free entry to rooms, wide entryways to fit a
wheelchair through, elevators, showers that can
accommodate wheelchairs, ramps, and more.
Previously, Airbnb users could only filter for wheelchair
accessible listings, but not for any specific disability-
friendly features inside a home. The previously available
filters “did not always meet travelers’ individual needs.”
Read:
https://www.theverge.com/2018/3/15/17125452/airbnb-disabilities-
accommodations-search-filter-travel
#INDIVIDUALISM

23. MUST SEE

24. SOPHISTICATED ART
The exhibition « Artistes & robots » is an opportunity to
experience works of art produced with the help of
increasingly sophisticated robots. Featuring works by
some forty artists, it offers a gateway to an immersive
and interactive digital world - an augmented body
sensory experience that subverts our notions of space
and time. In an ever more robotic society, these artists
explore new technologies, including Artificial Intelligence,
which is potentially revolutionizing human lives and even
the conditions in which artworks are produced,
presented, disseminated, conserved and received.
Read: http://www.ladn.eu/news-business/les-rendez-vous-a-ne-pas-
manquer/exposition-artistes-robots-au-grand-palais-a-
voir/?utm_source=newsletter_ladn&utm_medium=email&utm_camp
aign=news_avril_2018&utm_content=20180404
#TECHNOLOGY

26. JOBLESS, AND SO WHAT ?
Is work truly essential in our modern life?
The BD “ Je prefererais ne pas” brings us in Butt’s life
who’s just got fired from his company in Hong-Kong.
Suddenly dropped in the unemployed world, he
discovers a new life between procrastination and
depression.
This BD is the mirror of a generation that is born during
with the economic recession and who has to face new
challenges…
Read: http://www.influencia.net/fr/actualites/art-culture,culture,qui-
remet-travail-digital-place,8221.html?utm_campaign=newsletter-
s11-12_03_2018&utm_source=influencia-
newsletter&utm_medium=email&utm_content=qui-remet-travail-
digital-place
#HARMONIA

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